Burberry’s Lunar New Year 2024 campaign has turned up the heat with a fashion explosion of crimson and gold. This year, the iconic British brand welcomes the Year of the Dragon with a campaign as dynamic as the mythical creature itself, fusing tradition and trend in a way that’s both sophisticated and eye-catching.
Enter the vibrant streets of Chengdu, China, where Burberry’s campaign unfolds. Captured by renowned photographer Ryan McGinley, the bustling energy of the city becomes the perfect backdrop for a stylish cast led by brand ambassadors Tang Wei and Chen Kun, alongside rising stars He Cong, Wang Xiangguo and Alex Schlab. Each ensemble is a meticulously curated fusion of East and West, showcasing pieces from the brand’s Chinese New Year capsule collection.
Burberry‘s signature houndstooth check gets a fiery makeover, infused with vibrant reds and delicate rose prints. This unexpected pairing is a masterclass in balance, with the bold checks adding a touch of edgy Britishness, while the roses add a sense of delicate Asian charm. The colour red, a symbol of good luck and prosperity in Chinese culture, is at the heart of the collection, giving it an undeniably festive feel.
Meet the Knight bag, Burberry’s new must-have accessory for the fashion-forward Dragon. Available in a stunning red with gold hardware, this softly structured beauty is as practical as it is stylish. The bridled horse clip, featuring the brand’s updated Equestrian Knight design, adds a touch of playful elegance, while the bag’s versatility allows it to transition seamlessly from shoulder bag to tote, adapting to any adventure.
Burberry’s Lunar New Year campaign is a feast for the senses that extends far beyond the stunning clothing. Sleek new eyewear styles add a touch of contemporary cool, while gold-plated spear stud earrings and a luxurious blanket scarf emblazoned with the equestrian knight logo offer further opportunities to embrace the festive spirit of the season.
Internationally acclaimed actress Tang Wei brings her captivating presence to the campaign, exuding effortless grace with every move. A Burberry global ambassador since last November, Wei has captivated audiences worldwide with her performances in films such as ”Late Autumn” and Park Chan-wook’s recent thriller ”Decision to Leave”. Her inclusion in the campaign adds a touch of Hollywood glamour to the celebrations.
Burberry’s Lunar New Year campaign is also a strategic move in the ever-evolving Chinese luxury market. While the brand experienced strong initial growth in the first half of 2023, a dip in sales in the second quarter highlighted the importance of catering to the changing preferences of Chinese consumers. This campaign, with its focus on cultural relevance and contemporary trends, is a clear attempt to rekindle the dragon’s fire in the mainland market.
But Burberry‘s vision goes beyond mainland China. Recognising the growing influence of wealthy Chinese travellers, the brand is also focusing on capturing their hearts (and wallets) in luxury hotspots such as Japan, Hong Kong and Macau. By celebrating the Lunar New Year in a way that resonates both in China and abroad, Burberry is effectively tapping into a global dragon that knows no borders.
©Photo: Burberry / Ryan Mcginley